Could Juventus and Jeep be reuniting for a shirt sponsorship deal?

09/04/2025 14:10

Could old friends be reuniting this summer?

One of the many oddities of the 2024-25 season for Juventus is that they entered it without an official sponsor for the front of their kits. As much as their collaboration with Save the Children was a very nice touch, it was only viewed as a temporary type of thing, with a full-time sponsor actually getting onto the jersey at some point during the season.

We've waited. And waited. And waited some more.

Be it part of the plan all along or just sheer inability to land a full-time sponsor before the current season came to an end, we sit here at the final stretch of the 2024-25 campaign with Save the Children still on the front of Juve's kit every time they step on the field. We've heard rumblings that ITA Airways could be that sponsor, but nothing has actually materialized.

That is why Juventus could very well be revisiting their working relationship with the last company to occupy the space that plays so prominently every time a player is photographed.

According to a report from SportBusiness, Juventus and Jeep are discussing a potential return as the club's primary shirt sponsor. We use the word "primary" because there is a twist with this story — Juve are also thinking of having second shirt sponsor, Visit Detroit, as part of the proposal in which Italian outlet Calcio e Finanza describes as being at a advanced stage of negotiations. It would follow the lead of something that Serie A clubs Lecce, Cagliari and Udinese have done with multiple shirt sponsors, although Juventus would be forced to only use one if they are to compete in next season's Champions League.

The hope, according to both outlets, is that Juventus finalize the deal and have their new shirt sponsorship arrangement settled before they begin competition in the Club World Cup come mid-June.

Visit Detroit, if you haven't figured it out by now, is the tourism board responsible for trying to attract events for the City of Detroit in Michigan. If they were to come to some sort of sponsorship agreement with Juventus, it would not be the first time they jumped into the European football world. Last summer, Visit Detroit joined forces with English Championship side Burnley — who are on track to get promoted back into the Premier League within the next few weeks — as part of a three-year agreement.

According to the Detroit Free Press, "The sponsorship includes Visit Detroit-branded warmups Burnley will wear coming off the bus entering the stadium and on warmup gear sold in merchandise stores, a Detroit-specific design on the player tunnel with Visit Detroit branding, advertisements on the sideline and stadium videoboards during matches, and sponsored social media posts."

A reason why Juventus could be seeking a second shirt sponsor, according to Calcio e Finanza, is the fact that the Jeep side of the equation includes them being unwilling to meet the club's full asking price for the shirt sponsorship. Thus the desire for a second sponsor, which is where Visit Detroit comes into play.

Juventus and Jeep ended their decade-plus relationship after the 2023-24 season. They are under the umbrella of Exor, the Agnelli's family holding company that owns the majority shares of Juventus.